Asda shoppers have slammed supermarket bosses over the design and colour of its new budget range.
They claim that the aesthetic is 'embarrassing poorer families' wishing to save on their groceries. Previously, Smart Price items were white, but the shopping giant recently changed them to Just Essentials to help customers save money.
The chain said it will be the 'largest ever budget-friendly range' to help shoppers combat rising costs, the Mirror reports. The range includes fresh meat, fish and poultry, bakery, frozen and cupboard staples - all in place of Asda's current Smart Price range.
It also includes washing up liquid, toilet roll, shampoo and conditioner. The new range will replaced Asda's current Smart Price range and will span across fresh meat, fish and poultry, bakery, frozen and cupboard staples.
Household items such as washing up liquid, toilet roll, shampoo and conditioner will also be included. However, the bright yellow design has led some people to claim that it stands out too much and gives "poverty markers" to shoppers.
One shopper said the bright colour screams: “We are poor!”
While another said it suggests “people on lower incomes should have a basket full of poverty markers”.
The range will comprise almost 300 products including meat and fish. John Haken, of packaging firm WF Denny told the Sun the look was popular in the high-inflation 1970s.
He added: “As a shopper you should concentrate on your own needs.”
Asda said its customers were “loving” the range.
A spokesperson said: “We don’t understand why anyone would feel embarrassed for saving money.”
Asda said the new line ‘is set to become the largest budget-friendly essentials range in the market’, comprising of 293 products so far. That’s 50 per cent more than the Smart Price range it is replacing.
Over 267 lines will be shoppable by August 13, and the remaining 26 products will land in stores by the end of the year.
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